While many restaurants in South Florida are losing customers due to fears of immigration raids, a businessman in Doral decided to face the crisis differently: instead of cutting his advertising budget, he temporarily doubled his investment to attract consumers and keep his businesses running.
It is about César González, owner of the restaurants Tai King Asian Cuisine and Mordisco, who explained in an interview published by elTOQUE how he prepared for the economic consequences of the operations by Immigration and Customs Enforcement (ICE) in Miami-Dade.
González stated that he began to implement his strategy in early May, anticipating the possibility that migration operations would reach the area after impacting other American communities.
His plan included special promotions, social media advertising, digital campaigns, and an increased push for home deliveries, with the aim of offsetting the decline in customers who visited the establishments in person.
During the first or second month of the strategy, the entrepreneur managed to double his monthly advertising budget, a decision that he explained was in stark contrast to that of other merchants who chose to cut back on their investments in response to economic uncertainty.
González stated that he was able to quickly recover the money allocated to the campaigns and that these contributed to
The strategy included promotional videos with content creators, ads on Google and social media, home delivery offers, and discounts for those who picked up their orders directly at the restaurants.
He also distributed promotional flyers inside the food bags, aiming for customers to return and take advantage of new offers.
Another aspect of their strategy was to keep commercial communications focused on products and promotions, avoiding making the fear of immigration raids the main theme of their campaigns.
“I’m not going to have my brand speak negatively,” expressed González, who believes that constantly insisting on the difficulties a business faces can ultimately drive consumers away.
However, the measures did not yield the same results in both of their establishments. According to their testimony, Tai King Asian Cuisine experienced an approximate 10% decrease in revenue, while Mordisco managed to increase its sales.
The first is a restaurant specializing in Asian fusion cuisine that has been in operation for about a decade. Mordisco, dedicated to Venezuelan-Caribbean fusion gastronomy, opened its doors in December 2023.
Despite these differences, González believes that anticipating problems and modifying commercial strategies can help small businesses navigate periods of uncertainty.
"There are always actions that can be taken," he stated.
The entrepreneur's experience aligns with the recommendations of specialists consulted in the same report, who believe it is essential for businesses to expand their sales channels and reduce their dependence on customers who visit the establishments in person.
María Elena Monroy, founder of Digital MM Comunica Inc., advised taking advantage of platforms like Uber Eats and DoorDash, investing in digital advertising, and reviewing operating hours to adjust them to peak demand periods.
It was also recommended that restaurants properly organize their operations before increasing delivery orders to avoid delays and issues with service.
For his part, Héctor Castillo, business consultant and executive director of Pure Digital Success INC, emphasized the importance of keeping business information updated on Google and making it easier for new customers to find their services.
The specialist noted that reviews from satisfied customers and a well-organized digital presence can help attract buyers from outside the community that traditionally supports a business.
The challenges facing these businesses have intensified in recent months.
According to estimates from the Hispanic Chamber of Commerce of South Florida, sales at certain establishments in Doral, Miami, and Homestead have dropped between 40% and 45%, amid fears of immigration raids among workers and consumers.
The president of that organization, Liliam López, explained that the problem affects both customers and the availability of employees, especially in restaurants, hotels, agricultural companies, and construction businesses.
The Hispanic Chamber of Commerce sent a letter to President Donald Trump and members of Congress, supported by approximately 200 business and community leaders, requesting measures to mitigate the economic impact of immigration operations.
The effects have also been described by other merchants. In September, restaurant owners and small businesses in Miami-Dade reported declines in sales and difficulties in retaining their workers.
Katia Ríos, from Pipo Burgers, assured that her earnings had decreased by around 70%, while Angélica Yépez, co-owner of another restaurant, reported that six employees had stopped showing up for work out of fear of immigration detention.
The situation had been publicly acknowledged by the mayor of Doral, Christi Fraga, who warned in September that the fear of ICE was impacting the city’s economic activity.
Fraga explained that some restaurants remained full, while others, usually busy, saw a significant decrease in customers. He also acknowledged that municipal authorities do not have the power to prevent operations by federal immigration agencies.
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